KEY

Code: 1

Lecturer’s Signature &full name

Program: VNU
Course Code: INS2003
Course Title: Principles of Marketing
Date: ………………………………………………….
Time: ………………………………………………….

Date: 6th, December, 2022

1
Part 1:
Company profile
Current marketing situational analysis - This section is worth 20/100 marks.
Student should provide a competitive analysis involving either brand or industry - level; and a
macro-environmental analysis of forces impacting the market (legal/political; economic;
social/cultural; technological) should be conducted.
- Company profile
- Competitive analysis
- Current marketing strategy and marketing-mix
Opportunity analysis - This section is worth 10/100 marks.
A SWOT analysis on the organization should be performed.
Objective & Goals- This section is worth 10/100 marks.
Up to marketing Goals are to be stated. These Goals should be realistic and measurable (ie SMART)
Part 2:
Marketing Strategy - 20/100 marks.
This section requires student to develop a comprehensive marketing strategy
Marketing Mix - 20/100 marks.
Each P of the marketing mix is to be discussed: Product Strategy, Pricing Strategy, Promotion
Strategy, and Place Strategy. You may also wish to mention People, Process and Physical Evidence
if discussing a Service.
Part 3: Projected marketing budget – 10/100 marks.
This section requires student to develop a one-year budget allocating for specific marketing
activities.
Part 4: Action Programme - 10/100 marks.
A Gantt chart or table can be used to describe marketing activities planned for the period of the
marketing plan.
Finally, the student is expected to supply data/statistics to support discussion. Also, the marketing
plan needs to include reference to the appropriate marketing principles/concepts discussed in this
module.

…………….. ENDS ……………..